Google has been signaling for years that their PageRank scores would go away. That industry buzz became a reality recently. The behemoth tech company announced that it will no longer display the popular score on the Google Toolbar, using it only as part of its internal algorithms.
It’s been easy for companies and social media experts to rely on the little green bar showing the PageRank score to determine how well their websites were performing. So what does this news mean for you on a scale from 0-10?
Overall, the news ranks a whopping 0 in SEO reality, but it does require a shift in mind-set.
We’re not going to be able to know how companies rank against competitors anymore. Instead of head-to-head comparisons, we’ll be looking to help companies be their own best versions of themselves.
It’s better for companies to focus on providing quality content that will take consumers on a journey. We can measure customers’ website journeys by other metrics, such as how long people are staying on a page and which page they go to next on the site.
What do you want to be known for?
Back to the 0-10 scale, this is what ranks a 10 in terms of importance. Companies should determine what they really want to be known for. When you know this, you can set your course for both the website journey and steer your Google AdWords campaigns.
Mind your Q’s and Q’s:
Quality content should be well written, rich in keywords, informative and interesting, so readers feel they’ve learned something. Quantity content also means that you should refresh your website regularly with new information. A visitor may return to a compelling article once, twice or even three times, but if your site’s content never changes, there will be no reason to return after a while.
Actually, make that evergreen. Deliver content that is relevant for years. While a good tweet may stay relevant for about 20 minutes, an evergreen blog post can last for years, attracting interest and reader engagement. Great topics that readers might be interested in a year from now include:
- How-to posts and tutorials
- Origin stories
- Industry answers to FAQs
- Top tips
By deciding what you want to be known for as company, providing quality, evergreen content in a large quantity – you can overcome the deprivation. You won’t even miss the little green PageRank bar.